SEO for PR: 6 ways to think strategically about your content creation

How to drive more eyeballs and social media shares and engagement to your content by adopting a performance-oriented mindset.

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It’s common to see the most emphasis on the production process: writing and loading the content. But it shouldn’t come at the cost of neglecting to monitor performance metrics.

Performance metrics will be different for each site, but they typically include social metrics (“likes,” shares, comments, pins, tweets, etc.) and standard website metrics such as conversions, visits, time on site, and orders.

In addition to a focus on good storytelling and relevant, interesting information, adopting a performance-oriented mindset around your content production will ultimately help your reach and SEO performance.

Here are some specific optimization tactics to keep in mind:

Learn from high-performing content. If you have multiple categories of content on your site, work with your analytics team to identify the ones that are performing best. If you don’t have articles, videos, or other assets assigned to categories, consider doing so in order to better understand demand.

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